We are excited to announce that Essential client Guide Beauty was named a finalist in the Fashion & Beauty, General Excellence, and Packaging categories of Fast Company’s 2020 Innovation by Design Awards.

Guide Beauty joins a list of recognized projects, products, and services from Spotify, Google, Disney+, and other innovative companies solving problems through design.

Thousands entered, hundreds honored, but just a handful were named finalists. Read about Guide Beauty in Fast Company here.

Guide Scene 2


Innovation in Makeup Application

Inspired by founder and professional makeup artist Terri Bryant's challenges with early-onset Parkinson’s’ Disease, Guide Beauty set out to create a new approach to makeup application. Essential partnered with them to reimagine makeup and how we apply it, helping to establish the brand from initial product ideation through market launch.

Using participatory play and ergonomic study to inspire new solutions, our design team created a fresh line of beauty tools that use universal design principles to make it easier for anyone to create any beauty look. The products feature integrated stability points that offer users more control and ergonomic forms that are easier to hold and open than traditional tools.

We also leveraged our understanding of the brand’s values to create an artistic, glamorous, and confident brand identity, delivered through a holistic offering of style guidelines, product packaging, and web design.

Read the full story behind the design of Guide Beauty here.


Guide Wins Other Awards

This month, Guide Beauty was also named a 2020 winner of Allure Magazine's Best of Beauty Breakthrough Awards, where 11 of the year’s most revolutionary innovations earned recognition as “the ones that truly changed the way we approach our beauty routines.” Also this month, Guide Beauty was named "Best Eyeliner" in The Best Beauty Products of 2020, According to O, The Oprah Magazine. The beauty brand has also been featured in InStyle and The New York Times, and Us Magazine named them one of the best beauty product launches of 2020.

Our team is proud to have partnered with Guide Beauty starting a new era in cosmetics designed for inclusive and accessible beauty.


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